Discovery-Driven Growth is Product Flop Insurance

“Dr. McGrath proposes that we start to use what she calls discovery driven growth. This approach is basically a plan for learning more as the launch process moves forward. The part that I like about this way of doing things is that it doesn’t require the product manager to have a lot of analytical information at the start of the launch process. In my opinion that’s a good idea simply because there generally isn’t a lot of information available!”